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The Hard Truth About Marketing

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Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.

Published in: Marketing

The Hard Truth About Marketing

  1. 1. THE HARD TRUTH 
 ABOUT 
 MARKETING
  2. 2. Since 2006, HubSpot has been one of the leading developers of marketing software, but today, we’re here to tell you the hard truth about marketing…
  3. 3. YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
  4. 4. That’s right.
  5. 5. That’s right. Your customer who can’t use Photoshop?
  6. 6. That’s right. Your customer who can’t use Photoshop? Better marketer.
  7. 7. That’s right. The one that doesn’t know what SEO stands for?
  8. 8. That’s right. Better marketer. The one that doesn’t know what SEO stands for?
  9. 9. That’s right. That guy who Bings things?
  10. 10. That’s right. Yeah, he’s better than your CMO. That guy who Bings things?
  11. 11. 10 years ago that might not have been true.
  12. 12. Technology is different and people have changed. But it’s 2018.
  13. 13. To explain, we need to take a trip back in time...
  14. 14. Pluto lost its planet status.
 Daniel Powter’s “Bad Day” topped the Billboard charts.
 And blogging best practices dictated that you publish new posts around the clock. Do you remember 2006?
  15. 15. I know, it’s crazy. MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  16. 16. I know, it’s crazy. Who could maintain that cadence … MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  17. 17. I know, it’s crazy. Who could maintain that cadence and NOT have a bad day? MON TUES WEDS THURS FRI SATSUN BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST BLOG POST
  18. 18. But the thing is …
  19. 19. But the thing is … publishing all that content …
  20. 20. But the thing is … publishing all that content … it worked.
  21. 21. But the thing is … publishing all that content … it worked. Over the past decade, marketers have seen traffic increase, watched social followings skyrocket, and have developed some 
 seriously ripped finger muscles.
  22. 22. And that’s … kind of the problem.
  23. 23. It worked so well, everyone started doing it. Things got A LOT more COMPETITIVE FOR BUSINESSES AND A LOT MORE CROWDED FOR BUYERS.
  24. 24. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  25. 25. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  26. 26. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, much, oh so much more.
  27. 27. Not only did everyone start publishing blogs, they created videos, infographics, social posts, podcasts, and much, much, oh so much more.
  28. 28. So consumers? They got better at filtering out the boatloads of content. Just like they got better at filtering out the 
 boatloads of ads back in 2006.
  29. 29. And we saw the same thing with email.
  30. 30. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  31. 31. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  32. 32. After years of dealing with crowded inboxes, customers started to 
 ignore delete and unsubscribe.
  33. 33. And if you thought social media was spared, think again.
  34. 34. The more companies published, the less people paid attention. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
  35. 35. Just take a look at the chart. The more content companies posted, the less times it was shared on Twitter. 100 80 60 40 20 0 10,000 8000 6000 4000 2000 0 Contentpublished Shares JAN ‘15 JUL ‘15 JAN ‘16 JUL ‘16 JAN ‘17 JUL ‘17 JAN ‘18 Content published Avg Twitter shares Source: BuzzSumo
  36. 36. Social networks began to prioritize posts from friends and family to keep users on their sites.
  37. 37. CRAP.
  38. 38. Should marketers just pack up their Hawaiian shirts and head for early retirement?
  39. 39. “What a ride! That was fun while it lasted.” ¯_(ツ)_/¯ Should marketers just pack up their Hawaiian shirts and head for early retirement?
  40. 40. Not so fast…
  41. 41. Not so fast… People don’t hate your marketing.
  42. 42. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  43. 43. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  44. 44. (In fact, they need it, read it, sometimes even love it.) Not so fast… People don’t hate your marketing.
  45. 45. It’s just that they love their friends and family so. much. more.
  46. 46. And when buying a product, they ask their opinion first.
  47. 47. And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.*
  48. 48. And let’s be honest, are we really that surprised? 
 Tell me you don’t love your mom more than a marketer.* *Unless your mom’s a marketer. We can’t help you there.
  49. 49. Even the best optimized blog post is less influential than a customer review.
  50. 50. Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it.
  51. 51. Even the best optimized blog post is less influential than a customer review. Even the most engaging facebook video remains unwatched unless customers share it. Even the best crafted email in the world, clever subject line and all, gets skipped in a crowded inbox of emails from colleagues or friends.
  52. 52. YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU.
  53. 53. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy… 2018 CAC Study 60% 45% 30% 15% 0% 5YEARSAGO 4YEARSAGO 3YEARSAGO 2YEARSAGO 1YEARAGO TODAY PAID CAC CONTENT CAC WHEN MEASUREMENT WAS TAKEN www.profitwell.com/blog/content-marketing-customer-acquisition-cost Customer acquisition cost has increased significantly.
  54. 54. … because TECHNOLOGY HAS CHANGED, and people listen to their friends and families over companies.
  55. 55. And that’s not the only thing technology is changing.
  56. 56. Just look at Amazon.
  57. 57. Free Two-Day Shipping
 Free Same-Day Delivery Prime Video
 Prime Music Amazon Fresh Amazon Dash for Prime Prime Reading Prime Photos Amazon Alexa
 Amazon is changing the game by setting a new gold standard for convenience and overall customer experience.
 
 
 And consumers are loving it.
  58. 58. We don’t mean they “like” it…
  59. 59. Or even “like like” it…
  60. 60. We mean they REALLY love it.
  61. 61. In fact, Amazon just announced they have over 100 million Prime subscribers.
  62. 62. That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia…
  63. 63. combined. That’s more than the entire population of Canada, Australia, Mongolia, Scandinavia, and Bolivia
  64. 64. It’s not just that technology has changed… PEOPLE HAVE CHANGED, TOO.
  65. 65. Today, we’re less patient. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
  66. 66. Today, we’re less patient. 90% of consumers expect an immediate response from customer service representatives. Source: HubSpot Research How important is an immediate response when you need support? Very Important Important Neutral Unimportant Very Unimportant 57% 33% 8% 1% 1%
  67. 67. More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
  68. 68. Only 3% of consumers trust salespeople and marketers. More skeptical. Who do you consider to be trustworthy? Base: 928 Global respondents (up to 3 selections accepted) Source: HubSpot Global Jobs Poll Q2 2016 Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Salesperson Marketer Stockbroker Cars salesman Politician Lobbyist 49% 48% 38% 36% 19% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1%
  69. 69. And wildly distracted by the millions of pieces of content vying for our attention.
  70. 70. We expect shipping to happen overnight,
  71. 71. We expect shipping to happen overnight, 
 algorithms to read our minds,
  72. 72. We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
  73. 73. We expect shipping to happen overnight, 
 algorithms to read our minds, 
 companies to know who we are,
 and conversations to happen 
 how, when, and where we want.
  74. 74. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  75. 75. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  76. 76. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first? Whether that’s by phone, website, email, or chat.
  77. 77. Whether that’s by phone, website, email, or chat. Source: HubSpot Research Call the company Go online and try and answer my question on my own Send an email to their customer support team Go online and chat with customer support using live chat tools 30% 27% 24% 19% How people like to contact customer service reps When you have a customer service issue or question with a company - what do you do first?
  78. 78. As marketers, you’re probably feeling the squeeze.
  79. 79. But take a breath…
  80. 80. And remember your biggest fans.
  81. 81. Your customers.
  82. 82. People listen to your customers.
  83. 83. Sure, they prefer watching miniature cooking videos more than reading your daily emails.
  84. 84. And they can’t be bothered to comment on your social posts.
  85. 85. But when your customers talk, people take notice…
  86. 86. And if you don’t think your customers help your business, think again.
  87. 87. 90% of consumers would spend MORE because of excellent customer service.
  88. 88. Word of mouth (friends,social media) referrals Customer references Media articles Vendor-authored materials (eBooks,blog posts,whitepapers,case studies Analyst reports/ recommendations (Gartner,Forrester) Crowdsourced review sites (Quora,G2 Crowd,TrustRadius) Salesperson 55% 46% 38% 38% 34% 27% 22% Businesses report that word-of-mouth is their single best source of referrals. What sources of information do you rely on when making purchase decisions for business software? 77% of consumers have shared positive experiences Source: HubSpot Research
  89. 89. And over half of U.S. consumers are turning to Amazon customer reviews to research items before they buy.
  90. 90. In fact, 60% of people trust what customers say when making a purchase while only 35% trust companies.
  91. 91. Did you catch that? Your customers have almost double the amount of power you do.
  92. 92. Your customers aren’t just a source of revenue anymore, they’re your entire business. Source: HubSpot Research Yes 80% No 20% Have you stopped doing business with a company because of poor customer service?
  93. 93. It’s no wonder companies are struggling. Take a look at how we view customers today. Marketing Sales Customers
  94. 94. Sales Customers “Yes, hello. We’re still on hold”
  95. 95. Yeah, it’s pretty obvious we prioritize sales and marketing over customer service. “Yes, hello. We’re still on hold” Marketing Sales Customers
  96. 96. So if you want to grow better, you need to ditch the funnel...
  97. 97. And say hello to the flywheel — a new way to think about customers and growth. Service Ma rketing Sales Customers
  98. 98. Because your job isn’t to close deals…
  99. 99. It’s to open relationships.
  100. 100. And those customer relationships should power your entire business strategy. Service Ma rketing Sales Customers
  101. 101. Ignore your customers and you endanger your company. IN TODAY’S MARKET, THE MESSAGE IS CLEAR:
  102. 102. I know, it’s a different way of thinking…
  103. 103. But the data doesn’t lie. And once we realized this, we moved mountains here at HubSpot to make meaningful changes that would better serve our customers.
  104. 104. Because we now know the best way to grow better is for businesses and customers to work together.
  105. 105. So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content.
  106. 106. So how’d we change? Well for starters, we’re optimizing our content for our customers, so we’re able to get more views with less content. Bye bye traffic plateau, hello Mount Everest levels of search traffic.
  107. 107. We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails.
  108. 108. We introduced more communication channels like live chat and Facebook Messenger. By meeting our customers where they spend their time, we’re able to reach more people and send less emails. Later crowded inboxes, what’s up engaged customers.
  109. 109. And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us.
  110. 110. And we united our whole company around delivering a great customer experience. By making our customers our top priority, we’re able to rely on them to advocate for us. Farewell outdated funnel, welcome customer flywheel.
  111. 111. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success.
  112. 112. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.
  113. 113. Oh, and we created an entire piece of software to better align our sales and marketing teams with our customers’ success. It was NBD. No need to make a big fuss over it.* *Actually, it’s a pretty big deal. You can make some fuss ;)
  114. 114. That’s right! We created a product that allows marketers to…
  115. 115. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more.
  116. 116. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company.
  117. 117. Talk with their customers one to one on live chat, Facebook Messenger, email, phone, and more. Consolidate every interaction with a customer into a single view for your entire company. Find customers who are obsessed with their company so they can serve as brand advocates.
  118. 118. We’re launching Service Hub
  119. 119. A new product from HubSpot 100% focused on helping you create the best customer experience.
  120. 120. Guaranteed to help you engage your customers, guide your relationships, and grow your business.
  121. 121. Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
  122. 122. Because companies that stop thinking about their businesses as a funnel, and start thinking about it as a flywheel will win.
  123. 123. And the hard truth about marketing is…
  124. 124. Get started with Service Hub today

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